Articles

BRAND DYNAMICS AND CONSUMER TRENDS IN THE COSMETICS MARKET: FROM THE MARKETING MIX TO COHERENCE BETWEEN PROMISE AND DELIVERY

Ana Livia da Silva Bastos, Camila Graziele Olivo Moura, Donovan Cauet Santos, Karen Karolyna Pereira Souza, Steffanny Geidiane Maciel Gomes, Prof. Me. Eder Freitas

Introduction: the Brazilian cosmetics market is growing amid a wide variety of brands and a strong presence of digital content, which makes differentiation harder. Objective: to analyze the challenges companies in the sector face to stand out and to discuss ho …